Campaña Meta y LinkedIn Ads B2B

Request for Proposal (RFP): B2B Paid Media Campaign (Meta & LinkedIn Ads) 1. Executive Summary Client: IT solutions and services provider. Core Objective: Amplify a recent case study (previously distributed via PR/media) and generate qualified B2B leads (technology leaders and business decision-makers). Channels: Meta Ads (Facebook & Instagram) and LinkedIn Ads (the latter subject to budget viability). Location: Argentina. 2. Buyer Persona & Targeting Criteria Criteria Details Job Titles / Roles CTOs, IT Directors/Managers, Systems Leads, Tech Leads, CEOs / Founders / SMB Owners. Company Type SMBs across IT services, retail, fintech/finance, manufacturing, and operations in Argentina. Company Size 11 to 200 employees (flexible based on the client's average deal size). Pain Points Legacy infrastructure modernization, slow deployment workflows, scalability/security concerns, lack of reliable specialized technical support. 3. Available Assets Press release and blog article covering the case study (including before/after metrics and client testimonials). Conversion landing page / native lead form capability (open to vendor recommendation). Admin access to Meta Business Manager and LinkedIn Campaign Manager. Brand guidelines, logo kit, and core visual assets. 4. Campaign Goals & Key Performance Indicators (KPIs) Phase 1 (Traffic & Consideration): Amplify the success story and validate core audiences with above-average B2B engagement and CTR. Phase 2 (Lead Generation): Capture qualified contact data via native Lead Gen Forms or a dedicated landing page. Key Metrics: Cost per Qualified Lead (CPL / MQL). Form completion / conversion rate. Quality of engagement (relevance among verified B2B profiles). 5. Scope of Work (SOW) Technical Setup & Tracking: Pixel deployment and verification (Meta Pixel and LinkedIn Insight Tag). Conversion event tracking and Conversions API (CAPI) setup. Strategy & Media Planning: Recommended budget allocation (Meta vs. LinkedIn), accounting for LinkedIn's higher CPM/CPC in the Argentine market. Full-funnel campaign architecture (TOF / MOF / BOF or direct lead generation paired with retargeting). Creative & Copywriting Direction: Ad copy tailored to C-level and senior technical stakeholders. Format recommendations (e.g., metric-focused carousels, video snippets, or single-image stat cards). Optimization & Reporting: Continuous audience testing, bid management, and spend optimization. Bi-weekly/monthly performance reports detailing lead quality, learnings, and scaling opportunities. 6. Proposal Deliverables Checklist Vendors should address the following points in their submission: Commercial Proposal: Setup fee, monthly management fee, and whether creative production (design/copy) is included. Recommended Ad Spend: Optimal split between Meta and LinkedIn for the local market. Conversion Strategy: Preferred lead capture mechanism (Native Lead Gen Forms vs. External Landing Page) and rationale. Relevant Track Record: Brief examples of past campaigns managed within B2B, SaaS, or IT verticals. Implementation Timeline: Expected turnaround from asset handoff to live campaigns. 7. Timeline & Submission Details Proposal Submission Deadline: 06/11/26